When collectively, everyday shoppers across America decided Target was actually too cool a retailer for such an ordinary name, and spontaneously dubbed it the vaguely French-sounding Tar-zhay—well, that's publicity you can't buy. But the de facto name suits a big-box retailer that's actually completely fun to shop, and that seems to make endless efforts in the pursuit of keeping it that way.

Indeed, Target has embraced its alter ego as a chic boutique over the years by bringing us collection after collection of fabulous—and completely accessible to the masses—designer collaborations, from fashions to home wares.

The pieces are frequently so covetable that folks all around the country gladly wait in line hours to scoop them up, creating a kind of buzz pretty much unique to Target in the big-box category. Recall the illustrious parade of partnerships with the likes of Missoni, Rodarte, Jason Wu, Prabal Gurung—and so many more.

The latest items in that fine tradition just hit the stores yesterday: the 3.1 Phillip Lim for Target collection. It's filled with whimsical clothing and accessories for women and men—and prices start at $19.99.

That's at least one decimal point to the left of what Lim's pieces more typically sell for. The collection includes amazing trench coats, L.B.D.s, wardrobe staple bags and super fun, lively prints—like the "Boom"-emblazoned sweater that's a can't-miss signature of the capsule. Many of the pieces have already sold out—and some of the covetable wares are popping up on eBay at starting bids well above their original price tags.

In many ways, Lim's relaxed-refined style always had real-world, accessible appeal—and now it comes with an accessible price point too.

For his open-minded, playful new collection, and for Target's ongoing eagerness and ability to bring us this one and so many others in the same spirit, Lim and Target are among our illustrious 2013 stylemakers.

You might say they hit the bullseye.

For more on Target and Phillip Lim, tune in to E! News tonight at 7 p.m. and 11:30 p.m.